Real Madrid signs 3-year global sponsorship with Cantabria Labs
July 22 – Real Madrid have agreed a three-year partnership with skincare brand Cantabria Labs that covers the club’s men’s and women’s teams.
Football Marketing
Saran Media lines up full LaLiga TV package for S Sport platforms
July 21 – Turkish media company Saran, who had secured the Turkish SuperLig roghts only to have them stripped and returned to late and higher bidding beIN Sports/Digiturk, have secured LaLiga rights.
FC Dallas in hunt for new shirt sponsor as post-covid rethink forces MTX out 5 years early
July 21 – MLS side FC Dallas, who play in Frisco, are looking for a new shirt sponsor following the cancellation of a seven-year deal with MTX, a local technology transformation company.
Serie A and OneFootball to launch 1,300-strong ‘digital moments’ collection
July 20 – The cryptocurrency crash undoubtedly slowed the growth of blockchain-based sports marketing opportunities like Fan Tokens and NFTs but a new agreement between OneFootball and Italy’s Serie A is proof of life that the digital platforms could still come roaring back.
No more magic Wanda as Civitas takes over Metropolitano naming rights
July 20 – Atletico Madrid have sold the naming rights to its Metropolitano stadium to Civitas in a 10-year deal.
Premier League looks at 3-year phase-out of shirt front betting ads, but keeping sleeve deals
July 20 – Premier League clubs look to be edging closer to agreement of voluntary restrictions on betting shirt sponsorship that they hope will satisfy UK regulators and prevent legislation banning betting and gaming sponsorship completely.
OPPO dials in for last two years of UEFA Champions League rights cycle
July 18 – UEFA has agreed a two-year global sponsorship with Chinese smartphone manufacturer OPPO, beginning with the start of the new season and ending with the 2024-24 rights cycle.
Everton’s crypto crash. Fans petition against Stake.com shirt sponsorship
July 15 – Over 20,000 Everton fans have signed a petition calling on the club to drop its crypto casino betting sponsor.
Leeds sign global etailer Wish as sleeve sponsor in one-season deal
July 15 – Leeds United have announced mobile e-commerce platform, Wish, as the club’s sleeve sponsor in a one year deal.
Liverpool to bank estimated £50m a year with extended Standard Chartered deal
July 14 – Liverpool have extended their Standard Chartered Bank shirt sponsorship deal by four years.
Schalke 04 refuel with 3-year MeinAuto.de shirt deal after Gazprom removal
July 14 – FC Schalke 04 have found a long term replacement for Gazprom as the club’s shirt sponsor, with online new car sales platform MeinAuto.de taking the position from the start of the new season.
Bella Arena and EPOS sponsor month-long FIFA esports finals
July 13 – FIFA has unveiled two national sponsors for the finals of its three FIFAe events in Copenhagen, Denmark, that start this Friday (July 14) with FIFAe World Cup 2022, and run through to July 30.
FILA return to football with Vicenza deal as first step
July 13 – Iconic Italian leisurewear brand FILA is returning to football after a 20-year gap, agreeing a three-year technical sponsorship with Italian Serie C side LR Vicenza.
Real Sociedad to become 6th LaLiga club on Socios.com’s crypto platform
July 13 – The noise around club Fan Tokens has died down recently following the cryptocurrency crash and criticism of the low tradeable values of the tokens. It hasn’t, however, stopped Real Sociedad becoming the seventh LaLiga club on the socios.com platform.
Banco Santander to drop LaLiga naming rights, new sponsor to be announced
July 12 – Banco Santander will end its title sponsorship of Spain’s LaLiga at the end of the 2022/23 season, with the two parties saying that they will instead “explore new ways of collaboration”.